How was 2025 for Peru tourism, and what are your expectations for 2026, particularly from the UK market?
Last year was a really strong year for us, better than expected. The UK market continues to be one of our most important international segments, and we’re delighted to say British arrivals are up around 17% year-on-year. That’s a big jump, especially in a competitive landscape.
What’s encouraging is that we’re seeing not just more travellers, but also travellers staying longer and spending more.
For 2026, we’re confident about continued growth. The demand is there, and we’re investing in new product awareness, training and sustainability initiatives to support that.
What should UK travellers be excited about in 2026? Any new developments or focuses?
Absolutely, 2026 is about showcasing a bigger, more diverse Peru.
Of course, Machu Picchu and Cusco remain iconic, but Peru is far more than a “one-site” destination. We’re putting a huge emphasis on experiences across all our landscapes:
- The Coast – desert dunes, dramatic Pacific cliffs, marine life and coastal culture.
- The Andes – high-altitude villages, snow-topped peaks, world-class trekking.
- The Amazon – incredible wildlife, river journeys, deep cultural immersion.
Adventure travel is particularly growing in the UK market. British travellers really love to be outdoors, to hike, to discover. So we’re spotlighting trails like Choquequirao, sometimes called the “sister city” to Machu Picchu, and trekking in the Áncash region, home to some of the most stunning mountain scenery in South America.
And then there’s the Qhapaq Ñan, the real Inca road system that stretches from Colombia to Argentina, not just the famous section to Machu Picchu. We have extraordinary archaeological routes all along it that we’re excited to introduce more travellers to.
Overtourism is a global challenge, especially at world-famous heritage sites. How are you managing this in Peru, particularly at Machu Picchu?
We take this incredibly seriously. Machu Picchu is one of the world’s great cultural wonders and protecting it long-term is absolutely essential.
One of our proudest achievements is that the town of Machu Picchu is certified as a green destination. Everything from general waste to kitchen oil is recycled. It’s a big effort, but it’s paying off and it sets a model for other destinations.
At the same time, we’re spreading demand more widely across the country and working closely with local communities everywhere including Lake Titicaca, Sacred Valley villages, and Amazon communities, to build sustainable tourism models that bring real benefit without putting strain on sites or nature.
And how are you supporting travel agents in communicating that message to travellers?
We see travel agents and tour operators as partners in sustainable tourism. So we do a lot of work with them — not just marketing, but education and training.
We provide sustainability guidance, courses, and tools on everything from reducing single-use plastic to encouraging community-based tourism.
For example, instead of single-use plastic water bottles, we encourage refillable bottles and filtered water stations. We also help operators create itineraries that include meaningful community engagement; not just viewing villages from a distance, but visiting cooperatives, learning handicrafts, meeting local guides and giving something back.
In the Amazon, for instance, visitors may plant trees as part of reforestation projects. It’s about making sure tourism supports the environment, not the other way around.
So local communities play a central part in the tourism story?
Completely. We don’t want tourism that just passes through. We want tourism that stays, learns, and supports.
Local people are guides, storytellers, hosts and entrepreneurs. Travellers get to learn traditions, cuisine, craft and daily life directly from communities. It’s richer for travellers and far more empowering for local residents.
What traveller trends are you seeing specifically from the UK for 2026?
The UK market is evolving in really exciting ways. We’re seeing:
- Growth among younger travellers in their 20s and 30s.
- Longer average stays — now around 15 days.
- Higher spend per trip.
- A big rise in multi-destination, immersive itineraries.
People don’t just want to “see” Peru; they want to experience Peru. Trekking, food experiences, wellness, culture, nature and often a bit of everything in one trip. That’s a big shift and we love it.
Are there any new tourism products or developments we should know about?
Yes, a few exciting ones:
- A new international airport opening, improving connectivity
- A wave of new hotel openings across Lima and key tourism cities
- Growth in luxury Amazon river cruising, but in very sustainable ways.
Our Amazon cruises are unique: small-scale, low-impact, and nature-focused. We’re talking 10–15 cabins max, operating in protected areas with strict conservation rules.
We don’t want mass tourism on the Amazon. We want high-quality, low-impact journeys that protect ecosystems and wildlife.
Peru has strong competition in South America so how do you differentiate?
Peru’s strength lies in its layered cultural history and extraordinary diversity.
We were the heart of Spanish South America; we have deeply preserved Inca heritage, but we also have pre-Inca cultures, extraordinary coastal pyramids and sites like Kuelap, often called the “city in the clouds.” It’s spectacular and still a lesser-known wonder for many international travellers.
Combine that with our cuisine, our landscapes and our cultural warmth and Peru offers a depth of experience that’s truly special.
Let’s talk gastronomy, as Peru is a global culinary powerhouse. What’s new?
Gastronomy continues to be a source of great pride. We’ve now had multiple restaurants reach World’s Best Restaurant status and we’re constantly innovating.
Last year, our flagship culinary event, Perú Mucho Gusto, welcomed over 270,000 visitors in Lima. For the first time ever, we’ve taken the festival global with editions in places like Madrid and New York and more international editions planned.
Peruvian cuisine isn’t just a food trend, it’s a cultural ambassador. With influences from Indigenous, Japanese, Chinese, Spanish, Italian and African cuisines, it tells the story of who we are.
Anything else exciting you want to highlight?
Yes, we’re very excited about our Andean bear conservation programmes, inspired by Paddington. Travellers can now join citizen science days, helping track bear movements with conservation teams. It’s educational, fun and meaningful, especially for families.
A quick debate-settler — who makes the best Pisco Sour?
Let’s just say this: Pisco is Peruvian. Other countries make lovely spirits, but Pisco is part of our heritage and identity. And yes, you’ll taste the difference when you drink it in Peru.
